Pro Di­rect

UK-based Pro Di­rect is a lead­ing on­line plat­form cater­ing to the sport­ing needs of cus­tomers. To­day, with both on­line and off­line plat­forms at neck to neck as re­tail chan­nels, the foot­print is bound to step fur­ther. As an avid re­sponse to the cur­rent glob

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E-com­merce is the brand’s USP. An on­line ex­pe­ri­ence is what they master in. Their off­line store would be in­com­plete with­out a dig­i­tal swank. Green Room, a re­tail de­sign con­sul­tancy, has brought the on­line ex­pe­ri­ence to life in a phys­i­cal en­vi­ron­ment. The gist was to have the cus­tomer feel that he is walk­ing into an ac­tual re­al­i­sa­tion of Pro Di­rect’s web­site. Thereby, London’s pre­mium ‘dig­i­tal mor­tar’ space man­i­fested. An im­mer­sive store which mar­kets on the prin­ci­ple of cus­tomer en­gage­ment at all lev­els. Such a store with its con­cep­tual ap­peal it­self gains brownie points in the foot­ball fra­ter­nity, a sport which is the soul of Pro Di­rect. With lim­i­ta­tions in both the off­line and on­line re­tail chan­nels, the world is mov­ing to­wards an omni-chan­nel re­tail ex­pe­ri­ence which pro­vides a common plat­form for both vir­tual and phys­i­cal re­tail ex­pe­ri­ences, and on­line and off­line can thrive in har­mony. A sys­tem emerges which is con­ve­nient, trans­par­ent and most im­por­tantly user-friendly. Loop­holes of cus­tomer en­gage­ment are ad­dressed and a seam­less ex­pe­ri­ence is crafted. The on­line sphere has given the cus­tomer a pre­view of high con­ve­nience when it comes to shop­ping. The phys­i­cal store is put up with the chal­lenge of com­mu­ni­cat­ing real time in­for­ma­tion and in­no­va­tion at ev­ery touch­point. Adrian Lake of Pro Di­rect, said, “Our vi­sion was to cre­ate a live, con­nected re­tail the­atre for the world’s most beau­ti­ful game. We went into a part­ner­ship with Green Room to lead the way in cre­at­ing a dig­i­tal store that lives and breathes through con­tent work­ing in pure syn­ergy with our on­line pres­ence.” A dig­i­tal ex­pe­ri­ence di­vulges in the phys­i­cal store through dig­i­tal screens pre­sented in a grid sys­tem, with prod­uct dis­play pan­els com­mu­ni­cat­ing brand sto­ries. In a fast mov­ing world, where speed is val­ued like money, im­me­di­ate up­da­tion and a quick re­sponse are im­pres­sive points for the cus­tomers. The dig­i­tal story at the store as­sures that prod­ucts, news and stock are up­dated at all times. The pres­ence of the vir­tual store ex­poses the cus­tomer to the world’s largest vir­tual boot room.

Green Room’s Cre­ative Di­rec­tor, Paul My­nard,

said, “With the big­gest on­line boot room in the world, Green Room faced the unique chal­lenge of cre­at­ing a high-street pres­ence for an es­tab­lished dig­i­tal brand which re­flected this wealth of in­for­ma­tion and prod­uct. By plac­ing dig­i­tal at the heart of the store – through dig­i­tal win­dow dis­plays, prod­uct mer­chan­dis­ing and im­mer­sive, in­ter­ac­tive con­tent – we have been able to present the beau­ti­ful game in a beau­ti­ful way.” The dis­plays although dig­i­tal have been ap­proached in a sim­i­lar fash­ion to phys­i­cal dis­plays to re­tain the nat­u­ral feel. Ev­ery as­pect of what one may ex­pect in a re­tail store has been digi­tised. Ac­tual man­nequins have been re­placed by dig­i­tal ones which have the added fea­ture of in­ter­ac­tiv­ity. Life size videos of play­ers and mod­els sport­ing the ap­parel re­lay on th­ese screens. When the aim is to cre­ate an en­tirely dig­i­tally sup­ported en­vi­ron­ment, in­no­va­tions and a holis­tic ap­proach are bound to hold hands. Pro Di­rect is in the process of launch­ing a mo­bile app that will use bea­con tech­nol­ogy to get cus­tomer pro­files and thereby of­fer cus­tomers per­son­alised ser­vice with per­son­alised greet­ings, con­tent and proac­tive prod­uct sug­ges­tions. It will also prompt the staff to

have prod­ucts ready for trial in the right size, know­ing size and pref­er­ences from cus­tomer pro­files. To cater to its high pro­file seg­ment, the store has an ex­clu­sive base­ment area used for player ap­pear­ances, launch events, live match screen­ings and dis­play of foot­ball art. It re­flects the stature of the store as a pre­mium one.

In a dig­i­tally con­trolled at­mos­phere, the dig­i­tal op­er­a­tions had to be the high­light fea­tures. To main­tain a keen fo­cus on the dig­i­tal di­men­sion, the phys­i­cal­ity of the store has been toned down. The en­tire store is done up in a ma­te­rial pal­ette of black fin­ishes from the floor to walls to ceil­ing. The store is made up of one thou­sand 350mm x 350mm re­mov­able pow­der coated metal fronted tiles and lit prod­uct dis­play cases.The ceil­ing is a be­spoke de­signed tongue and groove sys­tem sprayed in 2-pack black mir­ror gloss with in­vis­i­ble fix­ings. The floor is a poured pol­ished resin floor match­ing the same RAL as the walls.

The ex­pe­ri­ence through the store is gauged on dig­i­tal in­ter­ac­tiv­ity and at­trac­tion points gen­er­ated thereby. The light­ing in the store as well is just neon lights in dif­fer­ent colours hint­ing at the swanky feel of the store. Light­ing for way-find­ing through the store is sim­ply aided by the neon lights and dig­i­tal screens.

Mansi Lavsi

Here an ex­am­ple sets foot in the re­tail realm which is an in­di­ca­tion of the di­rec­tion re­tail is mov­ing to­wards!

De­sign

Green Room Re­tail Ltd

Light­ing

Atrium Light­ing, London

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